This study examines the nature of the social discourse of advertising used as a brand positioning discourse. The focus is on consumer advertising, which is directed toward the promotion of some product or service to t...This study examines the nature of the social discourse of advertising used as a brand positioning discourse. The focus is on consumer advertising, which is directed toward the promotion of some product or service to the general public. This paper aimed at analyzing some different commercial advertisements [product/non-product ads] to investigate the intentions and techniques of consumer product companies to reach more consumers and sell more products. Norman Fairclough＇s 3-D model and Kress and Van Leeuwen＇s grammar of visual design were used to analyze the data for professionals, but we are pointed on using stereotypes. When we consider gender stereotypes, we look at notions about the supposedly traditional behaviors of men and women and the characteristics and standards of these behaviors, as grounded in our culture and society. In addition, this study provides analyses of some ads, using different ways of interpretations. All materials are taken from Latvian media.展开更多
Before the peaceful liberation of Tibet,Tibetan women often had a very low social status.These women were given the name＂Kyeman＇,with＂Kye＂meaning＂birthgiving＂and the word＂Man＂meaning＂lower grade＂,but today,w...Before the peaceful liberation of Tibet,Tibetan women often had a very low social status.These women were given the name＂Kyeman＇,with＂Kye＂meaning＂birthgiving＂and the word＂Man＂meaning＂lower grade＂,but today,women stand with their heads held high in Tibetan society.They play the role of＂the ones controlling half of Heaven＂with the region＇s new economic and social development,展开更多
文摘This study examines the nature of the social discourse of advertising used as a brand positioning discourse. The focus is on consumer advertising, which is directed toward the promotion of some product or service to the general public. This paper aimed at analyzing some different commercial advertisements [product/non-product ads] to investigate the intentions and techniques of consumer product companies to reach more consumers and sell more products. Norman Fairclough＇s 3-D model and Kress and Van Leeuwen＇s grammar of visual design were used to analyze the data for professionals, but we are pointed on using stereotypes. When we consider gender stereotypes, we look at notions about the supposedly traditional behaviors of men and women and the characteristics and standards of these behaviors, as grounded in our culture and society. In addition, this study provides analyses of some ads, using different ways of interpretations. All materials are taken from Latvian media.
文摘Before the peaceful liberation of Tibet,Tibetan women often had a very low social status.These women were given the name＂Kyeman＇,with＂Kye＂meaning＂birthgiving＂and the word＂Man＂meaning＂lower grade＂,but today,women stand with their heads held high in Tibetan society.They play the role of＂the ones controlling half of Heaven＂with the region＇s new economic and social development,
